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August 21, 2009

The production cost is in the idea. A beautiful example of digital art triggered by a great soundtrack.

via thenextweb.com

The above video was made by Esteban Diácono with Adobe After Effects, particular v2, soundkeys and a little starglow.

According to Esteban: “A little animation project I started this past weekend, inspired by the wonderful music of Olafur Arnalds. The song is called Ljósið and you can listen to it at: foundsongs.erasedtapes.com.”

On how he made it:

“I first imported the audio and set up 2 soundkeys layers, one for the piano and one for the strings. Then I worked the particles and the particle subsystem and linked things like the emission, the turbulence, the velocity, the spin amplitude and the strength of the fields to the soundkeys outputs. Then I set up the colors with 2 different palettes, and well, after that there was a lot of trial and error in order to achieve what I was looking for. There’s a lot of randomness involved here, so there was also a lot of luck, of course.”

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Filed under  //   computer animation   film production   foundart   music marketing  

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August 13, 2009

The production cost is in the idea. An example of powerfully effective communication, without raising the ire of the CFO.

This music video was shot at the Okinawa Churaumi Aquarium in Japan. The main tank is called the ‘Kuroshio Sea.' It holds 7,500-cubic meters (1,981,290 gallons) of water and features the world’s second largest acrylic glass panel, measuring 8.2 meters by 22.5 meters with a thickness of 60 centimeters. Whale sharks and manta rays are kept amongst many other fish species in the main tank.

The song is 'Please don't go' by Barcelona.

The video was created by Jon Rawlinson. From his website it appears he added the track without Barcelona's permission. However, to say that the band is pleased is an understatement.

According to Jon, the aquarium video was shot using a Canon 5DMKII with a 28-135mm lens. Locked off and shot on video. Very economical, indeed.

Of course, if you ask most major ad agencies to do something like this you'll be bogged down in process, endless meetings, a phalanx of producers, a horde of union film people, a convoy of trucks full of equipment you don't need, a platoon of account executives grazing at the craft services table, etc., etc., etc. And it probably won't turn out as good, regardless of the huge sum it cost.

We at Reason Partners believe the film production business is a business ripe for change. It's full of redundancies and it's wasteful. Agencies and production houses will either embrace new technology and the resultant new ways of doing things, or go the way of the typesetting business. Not to mention, the record business.

Could you imagine this as a commercial for say, Windex? All you need is a logo at the end.

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Filed under  //   communication   film production   foundart   music video   technology  

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